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PACIS 2010 Proceedings
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2010

Understanding Twitter Usage: What Drive People

Continue to Tweet
Ivy L.B. Liu
City University of Hong Kong, liboliu2@student.cityu.edu.hk

Christy M.K. Cheung

Hong Kong Baptist University, ccheung@hkbu.edu.hk

Matthew K.O. Lee

City University of Hong Kong, ismatlee@cityu.edu.hk

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Recommended Citation
Liu, Ivy L.B.; Cheung, Christy M.K.; and Lee, Matthew K.O., "Understanding Twitter Usage: What Drive People Continue to Tweet"
(2010). PACIS 2010 Proceedings. 92.
http://aisel.aisnet.org/pacis2010/92

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 UNDERSTANDING TWITTER USAGE: WHAT DRIVE PEOPLE
CONTINUE TO TWEET

Ivy L.B. Liu, Department of Information Systems, City University of Hong Kong,
liboliu2@student.cityu.edu.hk
Christy M.K. Cheung, Department of Finance and Decision Sciences, Hong Kong Baptist
University, ccheung@hkbu.edu.hk
Matthew K.O. Lee, Department of Information Systems, City University of Hong Kong,
ismatlee@cityu.edu.hk

Abstract:
In this study, we proposed a research model to investigate the factors influencing users’ continuance
intention to use Twitter. Building on the uses and gratification framework, we have proposed four
types of gratifications for Twitter usage, including content gratification, technology gratification,
process gratification, and social gratification. We conducted an online survey and collected 124
responses. The data was analyzed using Partial Least Squares. Our results showed that content
gratifications and new technology gratification are the two key types of gratifications affecting the
continuance intention to use Twitter. We conclude with a discussion of theoretical and practical
implications. We believe that this study will provide important insights for future research on
Twitter.
Keywords: Twitter, Micro-blogging, Web 2.0, Social Media, Continuance Intention, Uses and
Gratifications, Motivations, User Satisfaction, Content Gratification, Process Gratification, Social
Gratification, Technology Gratification

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1. INTRODUCTION
According to the Pew Internet & American Life Project (Lenhart & Madden, 2007), more than half
(55 percent) of all online American youths are using online social networking sites. Among these
online social networking sites, Twitter is ranked as the fastest-growing site in the member community
category. The number of Twitter users has jumped from 1.22 millions in 2008 to 73.5 millions in
2010 (Nielsen.com, January 2010).
Twitter was launched in October 2006. It is a free real-time short messaging service that enables users
to send and read messages (tweets) through the Twitter website, short message service (SMS), mobile
application, and various desktop applications. One important characteristic of Twitter is that it limits
users to send updates in only 140-character. Despite the critics of the 140-character medium, there is
an explosive growth and adoption of Twitter. For example, Barack Obama used Twitter during his
2008 presidential campaign to spread his messages to the American public. Some organizations, such
as Dell, have had great success in using Twitter to inform their customers of discounts and news
related to their products. Many social media marketers and researchers believe that Twitter has a lot of
business values. In particular, marketers can easily use Twitter to find out what people are saying in
real-time and what people are talking about their products (electronic word-of-mouth).
Twitter, an online social networking and micro-blog service, is a relatively new phenomenon.
Academic research on Twitter usage is still very limited, and most existing studies tended to focus on
the initial usage. In recent years, there are a significant number of new online social network sites.
The ability to retain and lock members in competitive situations has become the most important
concern for most online social network sites. In order to achieve long-term success and gain long-term
benefits in a competitive environment, it is particularly important to conduct a study on the
post-adoption of Twitter so as to understand the factors influencing continuance intention to use
Twitter. Thus, the purpose of this study is to explore the reasons that drive Twitter users’ continuance
intention to use Twitter. This paper is organized as follows. In the next section, the theoretical
background is introduced. The third section describes our research model and hypotheses. The fourth
section presents the research method. Key findings are discussed in the fifth section. The last section
concludes with a discussion of the theoretical and practical implications.

2. THEORETICAL BACKGROUND
2.1 Information Systems Continuance and User Satisfaction

In recent years, IS continuance has been a dominant research topic in the IS literature (Bhattacherjee
2001, Limayem et al. 2007; Limayem & Cheung 2008; Ortiz de Guinea & Markus 2009). In addition,
a significant amount of studies showed that user satisfaction is an important factor of IS continuance
intention (Cheung & Lee 2009; Lin, Wu, and Tsai 2005). User satisfaction is one of the most
important concepts in the IS literature (DeLone & McLean 2003; Rai, Lang, & Welker 2002; Zviran
& Erlich 2003). Researchers defined and studied user satisfaction broadly in two different ways. The
first line of satisfaction research focuses on the factors that lead to satisfaction. The second line of
satisfaction research delineated satisfaction based on the perceptual, evaluative, and psychological
processes.
The expectation disconfirmation theory (EDT), proposed by Oliver, is a prominent theory from the
marketing field that explains consumers’ satisfaction with products or services. It describes a
consumer’s behavioural process from the initial pre-use expectations of a product to the post-use
perceptions of the product (Spreng & Page, 2003; Patterson et al., 1997; Oliver, 1980). This theory
has been widely adopted in the IS field (Bhattacherjee 2001; McKinney et al. 2002; Susarla et al.
2003; Woodroof & Kasper 1995). The EDT suggests that continuance intention is determined by the
level of satisfaction with a system, which is determined by users’ pre-use expectation on the system
and post-use disconfirmation.

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2.2 Uses and Gratifications

The uses and gratifications (U&G) framework is a media use paradigm from mass communications
research that guides the assessment of user motivations of media usage and access. The main purpose
of this paradigm is to explain the reasons that people choose a specific medium over alternative
communication media and to elucidate the psychological needs that people use a particular medium.
This paradigm assumes that users are goal-directed in their behavior and are aware of their needs. The
framework has been applied to various media, including newspapers (Elliott & Rosenberg 1987),
radio (Mendelsohn 1964), and television (Babrow 1987), cable television (Heeter & Greenberg 1985),
VCR (Cohen, Levy & Golden 1988), mobile phone (Leung & Wei 2000), email (Dimmick, Kline &
Stafford 2000), the Internet (Stafford, Stafford & Schkade 2004), virtual community (Cheung & Lee
2009), social network sites (Cheung et al. 2010; Shi et al. 2009) and mobile services (Nysveen,
Pedersen & Thorbjornsen 2005).
Elliott and Rosenberg (1987) argued that whenever a new technology enters the stage of mass
communication, the uses and gratifications paradigm will be applied to explain user underlying
motivations and decisions to use the new communication tool. Stafford et al. (2004) further suggested
that uses and gratifications can be used to explain continued use of something already chosen. In
recent years, there are a growing number of studies using the uses and gratifications paradigm to
explain user participation in virtual communities (Cheung & Lee 2009; Dholakia, Bagozzi & Pearo
2004; Sangwan 2005). Gratifications of using new communication technologies have been elicited by
previous new media studies over the past few years (See Table 1). A review of the prior uses and
gratifications research shows that there are three gratifications for using the Internet: content
gratifications, process gratifications, and social gratifications. Recent adaptations of U&G research to
the Twitter are incomplete and have not identified important new Twitter-specific gratifications.

Author(s) and Year Medium Uses and Gratifications Typologies

James, Wotring, and Electronic bulletin Transmission of information and education
Forrest (1995) board Socializing
Medium appeal
Computer or other business
Entertainment
Perse and Dunn (1998) Home computers Entertainment
Escape
Habit
Passing time
Leung (2001) ICQ Affection
Entertainment
Relaxation
Fashion
Inclusion
Sociability
Escape
Papacharissi (2002) Personal home pages Passing time
Entertainment
Information
Self-expression
Professional advancement
Communication with friends and family
Stafford, Stafford and The Internet Process: Resources, Search engines, Searching, Surfing,
Schkade (2004) Technology, Web sites
Content: Education, Information, Knowledge, Learning,
Research
Social: Chatting, Friends, Interactions, People
Ko, Cho and Roberts The Internet Information
(2005) Convenience
Entertainment

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 Social-interaction

Diddi and Larose Internet news Surveillance

(2006) Escapism
Pass time
Entertainment
Habit
Jun and Lee (2007) Mobile media Mobility/Convenience
Fashion
Information
Entertainment/Relaxation
Functional service
Multimedia service
Sociality
Perters, Amato and Wireless advertising Process: Limited Time, Structuring Time, Entertainment
Hollenbeck (2007) Content: Cutting-Edge Information, Reminders and
Notifications Ubiquitous Information, Information for
Problem Solving Customized Content
Socialization: Commercial Relationships, Personal
Relationships
Mendes and Tan (2009) User-generated content Content: Information Consistency; Source Credibility;
Argument Quality; Information Framing
Process: Medium; Entertainment
Social: Recommendation Consistency; Recommendation
Rating
Cheung and Lee (2009) Virtual community Purposive Value
Self-discovery
Entertainment Value
Social Enhancement
Maintaining Interpersonal Interconnectivity
Haridakis and Hanson YouTube Convenient entertainment
(2009) Convenient info seeking
Co-viewing
Social interaction
Table 1. Selected New Media Uses and Gratifications Typologies 1995-2009

3 RESEARCH MODEL AND HYPOTHESES

Figure 1 presents the research model of this study. Integrating the expectation disconfirmation theory
into the uses and gratification framework, we have proposed the hypotheses for the current
investigation.

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 Figure 1. Research Model

3.1 Satisfaction and Continuance Intention Regarding Twitter

According to the IS continuance model (Bhattacherjee 2001), satisfaction has a direct impact on
users’ continuance intention of IS usage. This theoretical path has been examined in a significant
number of IS studies (e.g., Cheung & Lee 2009; Lin, Wu, & Tsai 2005). Based on this line of
arguments, we believe that user satisfaction with prior usage experience with Twitter will positively
influence their continuance intention to use Twitter. When a user is satisfied with the usage
experience with Twitter, there is a higher chance that he/she will continue to use it. Therefore,
H1: Users’ level of satisfaction with initial Twitter use is positively associated with their Twitter
continuance intention.

3.2 The Role of Gratifications of Using Twitter

Building on the existing literature, we have proposed eight motives of using Twitter. The eight
motives include self-documentation, information sharing, social interaction, entertainment, passing
time, self-expression, medium appeal, and convenience. Motivation can be referred as a user’s pre-use
expectation towards an information system. Disconfirmation is defined as the discrepancy between a
user’s expectation and perceived performance of the system/service, is considered to have a strong
impact on user’ gratification. Peters (2007) structured gratifications into three categories: content
gratification, process gratification, and social gratification. In the current investigation of Twitter
usage, it is reasonable to include technology gratification for new media. Integrating the expectation
disconfirmation theory with the motivations of using Twitter, content gratifications, process
gratifications, social gratifications, and technology gratifications are represented by the
disconfirmations of motivations respectively (as shown in Table 2).

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Construct Sub-construct
Content Gratification Disconfirmation of Self-documentation, Disconfirmation of Information Sharing
Process Gratification Disconfirmation of Entertainment, Disconfirmation of Passing Time,
Disconfirmation of Self-expression
Social Gratification Disconfirmation of Social interaction
Technology Gratification Disconfirmation of Medium appeal, Disconfirmation of Convenience

Table 2. Disconfirmation of Motivation

3.2.1 Content Gratification

Content gratification is derived from the use of mediated messages for their direct, substantive
intrinsic value for the receiver (Cutler & Danowski, 1980). Content gratification is purposeful use of
media (like in instrumental use). As mentioned before, we identified two types of disconfirmations of
motivations that will derive content gratification, including the disconfirmation of self-documentation
and the disconfirmation of information sharing. Thus, content gratification of Twitter resides in
content of the information carried through Twitter. If a user’s perceived quality of the information
carried by Twitter is higher than or the same as his pre-use expectation, he will be satisfied with the
content gratification and will thus continue to use Twitter.
H2: Content gratification has a positive effect on their level of satisfaction with the use of Twitter.

3.2.2 Social Gratification

Social gratification arises from “interactivity” with other parties through media. The interactivity is
the degree that users can exchange with each other in the media (Williams et al. 1988). Twitter
provides the function of following to keep connection with each other. It will bring social gratification
by satisfying the need of social interaction. Rayburn indicated that media with a high degree of
interactivity is more likely to satisfy and retain users (1996). Therefore, it is reasonable to presume
that social gratification is a more pertinent element to get Twitter users’ satisfaction.
H3: Social gratification has a positive effect on their level of satisfaction with the use of Twitter.

3.2.3 Process Gratification

Process gratification refers to searching for something or to pass time. Process gratification means
user receives gratification mainly from being involved in the process of behavior, rather than from
message content (Cutler & Danowski 1980). Process gratification is derived from the use of mediated
messages for extrinsic values. In Twitter, it could be covered in three constructs: disconfirmation of
entertainment, disconfirmation of passing time, and disconfirmation of self-expression. A user will
perceive process gratification when user involved in the usage process, such as using Twitter for fun,
then he will be satisfied with the process of using Twitter. Thus,
H4: Process gratification has a positive effect on their level of satisfaction with the use of Twitter.

3.2.4 Technology Gratification

Academic researchers have recognized that the online website as a technology tool, easy to use is one
of the most important factors. Venkatesh et al. (2003) confirmed that facilitating conditions, which
refer to perceptions of environmental factors that support the use of a system, become a valuable
construct. Yet, the potential uses and associated technology gratifications arising from consumer are
important to explore. Technology gratification is derived from the suitable and convenient
environment provided by a system. Technology gratification would likely be adapted previously
developed usage dimensions: disconfirmation of medium appeal and disconfirmation of convenience.
Technology gratification of Twitter lies on the practical advantage of the mobile and technical
innovations of Twitter applications. The production and publication of tweets are facilitated by
convenient Twitter applications. Therefore, a user will perceive technology gratification when user

933
use Twitter in a suitable environment, then he/she will be satisfied and will continue to use Twitter.
Thus,
H5: Technology gratification has a positive effect on their level of satisfaction with the use of Twitter.

4 RESEARCH METHOD
4.1. Data Collection

The target respondents of this study were Twitter users. An online survey was conducted for this
study. The hyperlink to the online English questionnaire was posted on Twitter. The participation of
this study was voluntary. HK$50 supermarket vouchers were provided as lucky draw prizes for
participants of the survey. A total of 124 usable questionnaires were obtained. Among these
respondents, 54.03% were male and 45.97% were female. Most of the respondents (45.16%) were
between 19 and 28 years old. And 92.74% of the respondents had a bachelor degree or above.

4.2. Measurement

The first step was to identify the dimensions and measures of content gratification, process
gratification, social gratification, and technology gratification. All the items were adapted from prior
studies with minor modifications to fit the research context. The items of the constructs are listed in
Table 3. In order to measure the disconfirmation, we asked the respondents to “Compared with your
pre-expectation, indicate your perception of the experience of using Twitter in performing the
following functions”. Sub-constructs items used a seven-point scale anchored with “Much lower than
your expectation” (-3), “Just the same as your expectation” (0) and “Much higher than your
expectation” (3). Satisfaction items used seven-point differential semantic scales, while continuance
intention items were measured on a seven-point Likert scale anchored with “strongly disagree” and
“strong agree”.
Construct Sub-construct Items Loading
Content Disconfirmation of DIS1: To provide information 0.909
Gratifications Information DIS2: To share information useful to other people 0.920
(CG) Sharing (DIS) DIS3: To present information on my interests 0.859
CR=0.896
Disconfirmation of DSD1: To keep a record of what I learn 0.846
AVE=0.591
Self-documentatio DSD2: To keep track of what I am doing 0.929
n (DSD) DSD3: To document my life 0.880
Social Disconfirmation of DSI1: To connect with persons who share some of my 0.859
Gratifications Social Interaction values
(SG) (DSI) DSI2: To meet new people 0.860
CR=0.874 DSI3: To maintain a daily, personal connection with the 0.790
AVE=0.699 friends and family
Process Disconfirmation of DENT1: It’s enjoyment 0.964
Gratifications Entertainment DENT2: It’s Entertainment 0.966
(PG) (DENT)
CR=0.912 Disconfirmation of DPT1: It helps pass the time 0.927
AVE=0.638 Passing time DPT2: I have nothing better to do 0.900
(DPT)
Disconfirmation of DSE1: To show my personality 0.944
Self-expression DSE2: To tell others about myself 0.924
(DSE)
Technology Disconfirmation of DMA1: I like a place where I can post things I want to 0.810
Gratifications Medium appeal say immediately
(TG) (DMA) DMA2: It is easiest, most cost-effective way to publish 0.918
CR= 0.935 DMA3: It is easier for me to maintain 0.920
AVE= 0.675 Disconfirmation of DCON1: It is convenient to use. 0.868
Convenience DCON2: I can get what I want for less effort. 0.854
(DCON) DCON3: I can use it anytime, anywhere. 0.892
DCON4: It is easier to use. 0.873
Satisfaction My overall experience of using Twitter is:

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(SAT) SAT1: Very dissatisfied/ Very satisfied. 0.922
CR= 0.960 SAT2: Very displeased/ Very pleased. 0.944
AVE= 0.858 SAT3: Very frustrated/ Very contented. 0.894
SAT4: Absolutely terrible/ Absolutely delighted. 0.944
Scale: seven-point semantic scales (-3 to 3)
Continuance CI1: I intend to continue using it rather than use any 0.910
Intention (CI) alternative technology
CR= 0.915 CI2: My intentions are to continue using it rather than 0.931
AVE= 0.783 use any alternative technology.
CI3: If I could, I would like to continue my usage. 0.807
Scale: seven-point “disagree-agree” scales (1 to 7)
Table 3. Psychometric properties of measures

5 DATA ANALYSIS
Partial Least Squares (PLS) was used to analyze the research model. PLS has been widely used in IS
research. PLS is a component-based structural equation modelling approach. In addition, PLS requires
a small sample size, and has no restriction on normal distribution (Chin, 1998).

5.1 Measurement Model

Convergent validity is the degree to which concepts that should be related theoretically are
interrelated in reality. Composite reliability (CR) and the average variance extracted (AVE) were
examined for convergent validity of the items. A CR of 0.7 or above and an AVE of greater than 0.5
are acceptable (Fornell & Larcker 1987). The CR and AVE values and the item loadings are all shown
in Table 3. The CR values ranging from 0.874 to 0.960, and AVE values ranging from 0.591 to 0.858,
which meant that the results were acceptable.

DSD DIS DSI DENT DPT DSE DMA DCON SAT CI

DSD 0.886
DIS 0.481 0.897
DSI 0.608 0.647 0.836
DENT 0.307 0.456 0.498 0.965
DPT 0.385 0.229 0.234 0.281 0.914
DSE 0.539 0.541 0.545 0.426 0.345 0.934
DMA 0.494 0.512 0.490 0.323 0.399 0.671 0.884
DCON 0.359 0.421 0.458 0.211 0.288 0.464 0.645 0.872
SAT 0.247 0.428 0.304 0.219 0.065 0.278 0.376 0.340 0.926
CI 0.355 0.450 0.425 0.327 0.217 0.393 0.378 0.401 0.632 0.885
Table 4. Correlation matrix of the constructs (Diagonal elements are square roots of the average
variance extracted)

Discriminant validity is the degree to which constructs that should not be related theoretically are not
interrelated in reality. It can be verified if the square root of the AVE for each construct should be
greater than the correlation between constructs (Fornell & Larcker 1987). As shown in Table 4,
discriminant validity is verified.

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5.2 Structural Model

Figure 2 presents the PLS results of the

structural model with the estimations
of the path coefficients, the associated
t-value of the paths and overall
explanatory power. The results
indicated that satisfaction explains
39.7% of the variance in Twitter
continuance intention with a path
coefficient of 0.630 (at 0.01
significance level). Satisfaction has a
significant effect on the continuance
intention to use Twitter. In addition,
content gratification and Technology
gratification have strong impact on
satisfaction with path coefficient of
0.386 and 0.319 respectively (at 0.01
significant level). Content gratification
and technology gratification are salient
antecedents of satisfaction. Figure 2 Result of Research Model (Note: ***p<0.01)
Unexpectedly, social gratification and
process gratification do not have a significant effect on satisfaction. Overall, content gratification and
technology gratification explain 40.0% of the variance in satisfaction.

6 DISCUSSION AND CONCLUSION

The motivation of this study is to understand the continuance intention to use Twitter by integrating
the uses and gratification framework with the eight disconfirmations of motivations of using Twitter.
It is a first attempt to identify the factors affecting continued usage intention in the context of Twitter.
The results confirm that satisfaction plays an important role in determining whether to continue using
Twitter. In addition, the users’ satisfaction with the use of Twitter is determined by the content
gratification and technology gratification that can be derived from using Twitter.
The results indicated that the positive content gratification and technology gratification all
significantly affect users’ continuance intention to use Twitter which is mediated by their satisfaction
with Twitter. Content gratification was presented by the disconfirmation of information sharing and
the disconfirmation of self-documentation. Technology gratification was explained by the
disconfirmation of medium appeal and the disconfirmation of convenience. The findings imply that
Twitter fulfils users’ needs for self-documentation, information sharing, medium appeal and
convenience. The motivation of information sharing stresses the satisfaction gained from providing
information to others in Twitter. Meanwhile, information needs can be met by sharing one’s
collection as a byproduct of self-documentation in Twitter. The motivation of medium appeal refers to
ubiquitous accessibility, independent of the user’s location and time of access provided by Twitter.
Ubiquitous access of Twitter provides user a convenient environment, while the suitable platform
designed by Twitter meets the motivation of convenience. In contrast, the positive process
gratification and social gratification does not exhibit any significant impact on user satisfaction. The
results may be explained by the characteristics of Twitter. Twitter was designed for sharing and
seeking information; the function of interacting with friends was not included in the main design
direction. As a result, Twitter does not fulfil the motivation of social interaction. The social
gratification of Twitter is less significant in explaining user satisfaction. As useful information is the
main purpose for people to use Twitter, it does not dedicate to develop functions for fun. Twitter does
not provide an entertainment environment for play. Therefore, the process gratification was not
significant to users’ satisfaction with the use of Twitter.

936
We believe that this study provides important insights to both researchers and practitioners. This study
makes theoretical contributions in several ways. First, the current study identifies the eight
disconfirmations of motivations for Twitter and builds on the uses and gratification model and the
expectation disconfirmation theory to explain the continuance intention of Twitter use. Second, this
study categorizes four kinds of gratifications to understand the antecedents of satisfaction, including
content gratifications, process gratification, and social gratification as previously found in studies of
Internet usage, as well as an entirely new technology gratification that is unique to Twitter. This
conceptualization improves the understanding of the gratifications in the Twitter context. Third, our
findings confirm the effect of satisfaction in shaping users’ continuance intention in the context of
Twitter, providing support to the application of the uses and gratification theory in the current
investigation.
Moreover, the findings of this study also provide some invaluable implications for practitioners. First,
the findings of this study suggest that the post-usage satisfaction of users cannot be ignored. Twitter
designers should devise strategies that can help to increase user satisfaction, which will be conductive
to retaining and locking existing users. Second, the positive content gratification is an important factor
that has an effect on the users’ satisfaction level. It implies that users will be more likely to continue
using Twitter if they perceive that Twitter can be used to satisfy their information needs. Therefore,
Twitter designers should also help user to provide valuable information quickly and conveniently to
increase users’ satisfaction. Third, as satisfied users may help to bring in new users by word-of-mouth
promotions, Twitter designers should attempt to fulfil the users’ need in social gratification. Finally,
the technology gratification is a new gratification arising from Twitter, the gratification should be
getting IS designer attention in future product.
Although this study will be useful in both academic research and managerial applications, researchers
should pay attention to a few issues. First, we primarily collected data in the Asia-Pacific region, our
findings may not be generalized to other populations. Second, the sample size is relatively small. A
larger sample size is recommended so as to use some advanced statistical packages in the future
studies.

Acknowledgment
The authors acknowledge with gratitude the generous support of the Hong Kong Baptist University
for the project (FRG/08-09/II-58) without which the timely production of the current
report/publication would not have been feasible.

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